was that a risky move for red bull or a pr masterpie?, executive creativebr directer. >> ordinarily, you'd think thatd kind of thing would be a disaster for their brand, but, member, the key to branding is to talk to the audience. red bull's audience, it's not you or me.cifi melissa: they don'tare if you die? it's not a scary thing for you? you dig it, into it? >> no, no, no, they are not dying, but their guys doing crazy things, motorcycles,mo skatebrds, into extreme sports. the kind of guys whose mother said if your frids jumped off the k ro, would dough do it also? if they were honest, they would be first. melissa: those are the y customers. >> exactly. melissa: i was listening to all the reports about this today,toa and they said there's a good chance that as eyeballs would wu explode in the hd, th hisat h face, the mask was freezing, and so, you know, they wre pretty su sure that he was going to go g intohe death spiral, all this good pr? these things happening,th staming live, watching thistr happenea to someone is good pr e red bu